Introduction
Introduction
Hermes Airports, a prominent player in the aviation industry, manages two critical aviation hubs in Cyprus: Larnaca (LCA) and Paphos (PFO). Positioned as gateways to Europe, the Middle East, and beyond, these airports collectively served over 9.2 million passengers in 2022, connecting 38 countries through 140 routes. Despite the challenges posed by the global health crisis, Hermes Airports rebounded swiftly, reaching 82% of their record-breaking 2019 traffic. In their pursuit of excellence, Hermes Airports is spearheading a digital transformation to enhance operational efficiencies and deliver an unparalleled passenger experience in the e-commerce space.
Problem Statement
Hermes Airport in Cyprus identified a need to enhance the passenger experience by digitizing the booking process for parking, lounge access, and fast track services. The existing system was cumbersome and fragmented, leading to customer dissatisfaction and operational inefficiencies. The challenge was to create a seamless, user-friendly digital platform that would simplify these bookings and improve overall airport experience.
68%
Increase In
Revenue
3X
Boost In
User Engagement
34%
increase in
passenger traffic
Design Approach
Discovery Phase
Interviews
We conducted in-depth interviews with a diverse group of airport users, including frequent flyers, occasional travelers, and business passengers. Key questions were focused on their booking experiences, pain points, and expectations for a digital solution.
Observation
Our team spent several days at the airport observing the current booking processes for parking, lounge access, and fast track services. We noted the time taken, steps involved, and common issues faced by passengers, such as long queues and confusing procedures.
Key Findings
Inconsistent Booking Experience: Users found the existing booking process fragmented and inconsistent, with separate systems for parking, lounge, and fast track services.
Time-Consuming Processes: Many passengers experienced long wait times and multiple steps to complete bookings, leading to frustration.
Lack of Real-Time Updates: The current system did not provide real-time updates on availability, causing inconvenience for users.
High Demand for Convenience: There was a clear demand for a single, integrated platform that could handle all booking needs efficiently and conveniently.
Design Approach
Design Challenge
A recent study found that 80% of people prefer to book travel on a desktop, even though the vast majority (70%) start the research on their mobile phone.
When consumers do attempt to make a booking on their mobile, 91% will abandon their cart (the e-commerce average is between 65-75%). When asked why, consumers cited the main reason as a bad customer experience.
There are a few obvious non-UX influences here. For instance; they may start the research while out with friends, and book it at home, days later.
User Journey
Discovery: Users visit the Hermes Airport website or app to explore available services.
Selection: Users select their desired services (parking, lounge, fast track) and choose specific options based on availability and preferences.
Booking: Users enter personal and payment details to complete the booking in a single, streamlined process.
Confirmation: Users receive instant confirmation and real-time updates on their bookings.
Utilization: Users seamlessly access the booked services at the airport, with staff support if needed.
Notifications: Receive tickets and reminders via emails.
Design Process
Seamless Parking, Lounge, and Fast Track Experience
Objectives
Integrate Booking Systems: Create a unified platform to book parking, lounge access, and fast track services.
Enhance User Experience: Simplify the booking process, reduce wait time and provide real-time updates.
Increase Operational Efficiency: Streamline operations to reduce staff workload and improve service delivery.
Team Collaboration
I collaborated with a multidisciplinary team, including:
Project Manager: Coordinated the project timeline and resources.
Director of Communications: Ensured alignment with the airport’s branding and communication strategies.
Product Manager: Defined the product requirements and user stories.
Team of Developers: Implemented the technical aspects of the solution.
Final Design
Integrated Booking Platform: A single, cohesive system to book parking, lounge access, and fast track services.
User-Friendly Interface: Simplified navigation and intuitive design to enhance user experience.
Real-Time Availability and Updates: Instant confirmation and real-time notifications to keep users informed.
Mobile Compatibility: Fully responsive design for seamless use on smartphones and tablets.
Secure Payment Gateway: Ensured safe and secure transactions for all users.
Conclusion
By adopting a focused UX strategy, Hermes Airports has improved every phase of the passenger journey, resulting in a substantial 68% revenue increase in January 2022. This digital transformation at Hermes Airport not only streamlined the booking process but also significantly improved customer satisfaction and operational efficiency. This case study underscores the significant impact of user-centered design in the aviation industry, demonstrating how thoughtful UX enhancements can propel sustainable growth and enrich the passenger experience. This transformation not only meets but exceeds contemporary traveler expectations, setting a new standard in airport services.
